Lexus Electrified Marketing Campaign Previews the Brand's Future

Electrified Future

It's no secret at this point that Lexus - along with a host of other luxury brands - intends to go all-electric in the coming years, a major shift from the traditional ICE vehicle that we've been driving for many, many years at this point. Now, the brand is giving us a glimpse at that electrified future by taking a closer look at its existing offerings - both hybrid and all-electric - via a new marketing campaign called "Lexus Electrified."

Photos: Lexus

Like Attracts Like

The very first ad in the new Lexus Electrified marketing campaign is called “Like Attracts Like,” which brings to life the idea that people are the power behind every Lexus. A series of individuals on stage use electricity in different ways to fuel their interests - a band jams in a room, a tennis player hits balls fired by an electric ball machine, and a dancer wears a light-up suit. Cables trailing down from each stage glow as a metaphor for human electricity generating the power behind Lexus innovation. The spot showcases four electrified Lexus vehicles - the RZ 450e, RX 500h, NX 450h+, and the Electrified Sport Concept.

Photos: Lexus

Pure Vision

Under its “Lexus Electrified” vision, Lexus aims to work toward carbon neutrality in a way that is accessible for every guest through a variety of powertrains that cater to their individual needs. 

Photos: Lexus

Expanding Portfolio

Lexus will continue to add to its electrified portfolio of products which currently includes hybrid electric vehicles (HEV), plug-in hybrid electric vehicles (PHEV), and battery electric vehicles (BEV). And, by 2035, Lexus aims to achieve 100% BEVs in all models globally.

Photos: Lexus

Progress Project

As a part of the “Electrified” campaign, Lexus is partnering with The Atlantic as the exclusive automotive sponsor of “Progress” - a reporting project and live event series devoted to covering modern progress and the forces shaping a better future for all. This program features groundbreaking inventions that are moving the world forward, including Lexus’ lineup of electrified products. Lexus’ sponsorship kicked off in December with The Atlantic’s Progress Summit in Los Angeles and continues through March with digital, custom content, social, and print support.

Photos: Lexus

Where To Go

“Like Attracts Like” will air on primetime, cable, and during sporting events. In addition to linear and streaming video, the campaign will be supported through digital, streaming audio, social, print, and out-of-home media. 

Photos: Lexus

Immersive Experience

“When it comes to our guests’ mobility needs, we know that one size does not fit all. That’s why we created an electrified driving experience with a variety of powertrains that can cater to and elevate any lifestyle,” said Vinay Shahani, vice president, Lexus marketing. “With sophisticated style, impeccable craftsmanship and the support of our amazing nationwide dealer network, our electrified vehicles deliver an immersive luxury experience, inspired by our guests.”

Photos: Lexus

>>Join the conversation about the future of Lexus right here at ClubLexus.com.

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